Know What She Wants: Quantitative and Qualitative Consumer StudiesThe Benchmarking Company’s Capabilities and Proven Methodologies

Successful brands deeply and intimately understand

their consumer. They know what turns “her” on

(and off) and connect with her on an emotional level.

Understanding her desires and purchase triggers allows you

to win her loyalty and connect with her in ways that improve

marketing effectiveness, optimize product portfolios and

accelerate sales with newfound knowledge and insights.

Knowing her is how The Benchmarking Company helps you to

grow market revenue and market share.

TBC’s Consumer 360° Research Services are your Window into Her World.

TBC’s proprietary online Quantitative and

Qualitative Consumer 360° Research

Studies are deep conversations with

targeted consumers that will provide your

team with a rich and detailed portrait of your

potential and current consumer.

Know her:

n Complete demographic profile

n Buying desires

n Buying habits and behaviors

n Buying motivations, and importantly

n Her emotional connection with your brand.

Study results provide a platform of data and

insights that are actionable from the moment

the research report is complete.

Consumer 360° Studies Help You to Know Her on a Deeper Level

Using a monadic, one-at-a-time concept

evaluation (which simulates the way

consumers normally use products) on

key metrics such as purchase intent, likability,

unique and different, and product value, we

delve deeply into the individual components of

the concept and measure the relative strength

and appeal of each descriptive message.

Exciting and interactive reporting tools such

as ‘text highlighting’ and ‘picture-ranking’

heat seek and reveal true interest drivers

within each concept statement, while also

exposing optimization opportunities.

Consumer 360° Studies: Tools & Methodologies

ONLINE METHODOLOGY

Consumer 360° Studies: Tools & Methodologies

CONCEPT HIGHLIGHTER ANALYSIS

IMAGE HEAT MAPPING

TBC’s custom Consumer 360° Studies unveil her attitudes, interests and awareness in

a variety of ways:

n New product concept testing for products not currently on the market

n Permissions-based testing for current brands offering a completely new SKU

n Celebrity or “Doctor” new beauty product permissions testing

n Brand awareness, perception & competitor testing

n Messaging testing

n Packaging testing

n Advertising awareness benchmarking

n Other custom studies, according to your needs

n Qualitative Research: Focus Groups

n Qualitative & Quantitative Research: Beauty Product Testing

TBC’s Custom 360° Studies

A good new concept captures her

interest, but a great new concept

establishes her life-long relationship

with your brand.

Concept testing offers brands the

opportunity to:

n Determine if your offering is unique or sexy or alluring enough to make waves (and lots of sales) in the market. Know if your unique ingredient or delivery mechanism resonates with her

n Test your consumer’s emotional interest in your offering prior to your brand making a significant financial investment in it

n Articulate product benefits and test how the benefits resonate with her

n Zero in on messaging that connects the product to your brand story

Consumer 360° Studies: Concept Testing

You may be a prestige brand known for

skincare, looking to expand into at-

home beauty devices, or maybe you’re

an Indie darling with a killer color cosmetics

concept you want to bring to market.

Permissions-based testing reveals the

consumer’s mindset toward your intended

new product reveal or SKU expansion.

Consumer 360° Studies: Permissions-based Testing

Permissions-based testing reveals:

n The consumer’s attitudes and receptivity toward potential product offerings

n Any barriers to purchase or usage

n Price point thresholds

Permissions testing results provide the

green light needed to proceed, the yellow

light to tweak the offering, or the red light to

avoid potential million dollar mistakes.

Celebrities and doctors wishing to

offer a new beauty line come to TBC

to test consumer’s permissions and

likelihood of purchase.

Permissions testing explores:

n Consumer brand associations and awareness levels of the celebrity/doctor

n Consumer attitudes towards the specific celebrity/doctor

n Consumer potential shopping patterns for the celebrity/doctor’s proposed product offering/line

n Consumer permissions based on view of identified celebrity/doctor

Know if, and how, she’s ready to accept your

new brand with open arms, or, if it’s better

to hold off on a huge investment. Celebrity

or Doctor permissions-based testing gives

you the tools you need to move forward

with confidence.

Consumer 360° Studies: Celebrity or Doctor Brand Permissions-based Testing

TBC’s Consumer 360° studies gauge brand

awareness, intent to buy, buying channel

preferences, pricing appropriateness, and

importantly, competitors she’s buying instead of

yours, and why.

The brand awareness, perception & competitor

studies measure:

n Overall awareness of your product offering(s)

n Whether your brand story resonates with her

n Reasons for purchasing your brand, and your competitor’s

n Her emotional connection to your brand

n Where she expects to buy your product(s)

n How much she expects to pay for your product(s)

n Benefits she expects from your product(s)

Consumer 360° Studies: Brand Awareness, Perception & Competitors

Your brand tells its story through images,

packaging, and most importantly,

messaging. How your brand talks about

itself, and allows her to see herself as part of

your world, sets it apart from others.

Message testing reveals:

n Whether your brand message resonates with the demographic you’re seeking

n If it speaks to her on an emotional level that will make your brand her brand

Consumer 360° Studies: Message Testing

n Which parts of your message resonate with her and which parts might be falling flat

n Which messages most intrigue her to buy your brand, and which ones are causing her to look for others

Is your story her story? Whether you’re

a start up or an industry giant, frequent

consumer surveying for messages/claims

authenticity is a must.

Your packaging is her first, and sometimes only,

introduction to your product. In a glance, is it extolling

your brand’s main messages and benefits? Is it causing

her to reach out to touch, test, and most importantly, to buy?

The physical package, together with a few dozen words of

messaging and all-important consumer claims are pivotal brand

elements that must be wisely interwoven so that you have her

from hello.

TBC Packaging studies are used test existing packaging and/or

explore new package concepts that measure whether:

n Packaging easy for her to understand and utilize

n It entices her to pick it up off the shelf to learn more

n It compels her to purchase

n Effectively communicates product benefits

n It effectively blends form and function.

n Tells the story of the brand

Consumer 360° Studies: Packaging Testing

If you plan to spend serious marketing

dollars on your next television, print

or online advertising campaign, TBC’s

Consumer 360° Studies for advertising

awareness can act as your indisputable

barometer of ad campaign success.

By polling for awareness before your

campaign, and then benchmarking after, you’ll

know the profile of who you reached, how

she felt about the campaign messages and

visuals, and how the awareness needle has

moved from pre-campaign to post-campaign,

setting you up for an even smarter, more

successful future media buy.

Consumer 360° Studies: Advertising Awareness Benchmarking

TBC is expert in facilitating focus groups

that explore your target buyer’s beauty

buying habits, needs, opinions on

new products, messages, potential print

advertising, direct TV spots, and more. We

recruit a panel of the exact consumer you’re

looking for, manage and facilitate both small

Qualitative Research: Focus Groups

and large-scale studies in state-of-the-art

facilities across the country. Watch live

behind the scenes and instantly understand

her attitudes and perceptions about your

brand through this intimate, one-of-a-kind

qualitative research offering.

Beauty Product Testing groups involve

sending either a prototype or a product

that is conditionally approved for in-

market commercialization and has undergone

appropriate safety and stability testing to

a defined panel of target consumers. The

purpose is to have this panel use the product

Qualitative & Quantitative Research: Beauty Product Testing for Claims

– according to specific usage instructions

– for a given time period, and ask them to

assess their experiences with the product

at various intervals throughout the trial. Your

results are glowing consumer claims and

testimonials that you can use on your website,

in advertising and every marketing endeavor.

TBC Performs Research for Top Brands

11710 Plaza America Dr., Suite 2000Reston, VA 20190o 703 871 5300f 703 871 5046

www.benchmarkingcompany.comJennifer Stansbury, Managing Partner • jenn@benchmarkingcompany.comDenise Herich, Managing Partner • denise@benchmarkingcompany.com

Are you ready to know your consumer on a deeper level?

Beauty & Personal Care Consumer Research